UPSI Digital Repository (UDRep)
Start | FAQ | About

QR Code Link :

Type :thesis
Subject :HF Commerce
Main Author :Nor Jamilah Ibrahim
Title :Promotional mix and customer choice to enroll at tuition centres in Tanjung Malim
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2019
Corporate Name :Universiti Pendidikan Sultan Idris
PDF Guest :Click to view PDF file
PDF Full Text :Login required to access this item.

Abstract : Universiti Pendidikan Sultan Idris
This study was conducted to examine the relationship of promotional mix on customer choice to enroll at tuition centers in Tanjung Malim district. The population in this study were the parents who sent their children to the five selected tuition centers. The sample consisted of 127 parents as respondents to answers the questionnaires. There were four dimensions; advertising, public relation, sales promotion and direct marketing being analysed to identify the relationship toward the customer choice of tuition centers. Around 300 structured questionnaires containing 26 items were distributed to the respondents. In this research, respondents were chosen randomly from students who attend tuition classes around Tanjung Malim by using a simple random sampling method. Software “Statistical Packages for Social Science” (SPSS) was used to analyse the data and it was presented in the forms of inferential and descriptive statistics. From the finding, it is found that the correlation analysis showed that all dimensions i.e promotional mix have significant relationship with customer choice of tuition centers. In multiple regression analysis have found that a combination of variables, namely promotional strategy elements (advertising, public relation and publicity, sales promotion and direct marketing) explained by 34.2% of variance in the customer’s choice of tuition Centre. The results of this study can be used as a guideline for organisations make the effective promotional strategies to attract customers attention for subscribing their services. Recommendations to the studies conducted in the future is to increase the population in this study for enable researcher to generalize their finding with most higher confident.

References

Abu  Bakar  Abdul  Hamid,  A.  Q.  (2004).  Prinsip  Pemasaran.  Universiti  Teknologi

Malaysia: McGraw Hill

 

 

Abdul Majeed C. (2007). ?A study of the effect of sales promotion on consumption of fast  moving  

consumer  goods  in  Kerala?  Thesis.  Department  of  Commerce  & Management Studies, University 

of Calicut.

 

 

Arshad   (2004).   Amalan   Tuisyen   Dalam   Sistem   Pendidikan.   Utusan   Malaysia.

Retrieved January 26, 2004, from http://www.utusan.com.my

 

Alvarez,  A.  &  Cavanagh  (2005).  "Consumer  Evaluations  of  Sales  Promotion:  The Effect on 

Brand Choice" European Journal of Marketing, Volume: 39, Number: 1, pp. 54 - 70.

 

 

Ashkan Yousefi (2016). The Role of Advertisement in Sales Increase and Promotion: A Case Study of 

Hamadan Province Insurance Companies, International Journal of Innovative Research in Science, 

Engineering and Technology, Vol. 5, Issue 4,

 

 

Assael   &   Henry.   (1995).   Consumer   Behavior   and   Marketing   Action.   5th   Ed.

Cincinnati, Ohio: South western college.

 

 

Azar, O.  H. (2004). Psychological motivations and biases in economic behavior and their  effects  

on  markets  and  firm  strategy.  Ph.D.  Dissertation,  Northwestern University, Evanston, 

Illinois

 

 

Ajzen,   I,   &   Fishbeinm,(1980),   Understanding   Attitudes   and   Predating   Social 

Behavior, Englewood Cliffs, New Jersey : Prentice-Hall.

 

 

Belch  A.,  & Willis  A. (2001). Family  decision  at  the  turn  of  the  century:  Has  the 

changing    structure    of    households    impacted    the    family    decision-making

process. Journal of Consumer Behavior, 2(2), 111–124

 

Bryman, A. &  BelL, E., (2015). Business research methods. 4th Ed. Oxford: Oxford

University Press.

 

Blattberg, E. D Gary, & Joshua (1981), ?A Theoretical and Empirical Evaluation of

Price Deals for Consumer Nondurables,‘‘ Journal of Marketing, 45, (winter), 116

– 29

 

Boland,  Wendy,  A,  Paul,  MC  &  Erickson,  LM  2011,  ?Children's  Response  to  Sales 

Promotions  and  Their  Impact  on  Purchase  Behaviour‘,  Journal  of  Consumer Psychology, vol. 

22, pp.272-279.

 

 

Carmel,  S.  (1990).  Patient  Complaint  Strategies  in  a  General  Hospital,  Hospital  and 

Health Services Administration, 35 (2), 277-287.

 

 

Chamberlin,   (1933),   Economics   of   Imperfect   Competition,   MacMillan   and   Co.: London.

 

 

Chen, Shih-Fen S, Kent B. Monroe & Yung-Chien Lou (1998), ?The Effects of Framing Price Promotion 

Messages on Consumers' Perceptions and Purchase Intentions,? Journal of Retailing, 74(3),      

353-372.

 

 

Chung Ki-Han & Shin Jae-Ik (2008). ?The Relationship among e- retailing attributes, e- satisfaction 

 and  e-loyalty?  management  review:  An  international  journal,  (3)1: summer.

 

Cravens, D. W., & Piercy, N. (2009). Strategic marketing. Boston: McGraw-Hill Irwin. Coman, C. 

(2006). Relative publice. Principal strategy, Ed. Polirom, Iasi, p. 20

 

Davis,  F. D.,  Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology:  A 

 comparison  of  two  theoretical  models.   Management  Science

Journal, 35(8), 982-1003.

 

Darke, P. R., & Freedman, J. L. (1993). Deciding Whether to Seek A Bargain: Effects

of Both Amount and Percentage Off. Journal of Applied Psychology, 78, 960–965

 

 

Eisenberg,  B.  (1997).  Customer  Service  in  Health  Care:  A  New  Era,  Hospital  and Health 

Services Administration, 42 (1), 17-31.

 

 

Ferrell.   O.C.(2005).   Marketing  strategy   (3rd   Ed.)   Mason,   Ohio:  South-   Western 

Thomson

 

 

Frey, A.W., (1961). Advertising, 3rd Ed. The Ronald Press, New York

 

 

Fishbeinm, & Ajzen, I, (1975), Belief Attitude, Intention and Behavior: An Introduction to Theory 

and Research, Reading, Massachusetts : Addison-Wesley

 

 

Foxall, G.R,.(2001) “Strategic Management” London, Groom Helm

 

 

Goi, Chai Lee (2011) ?Perception of consumer on Marketing Mix: Male vs.  Female?. International  

conference  on  Business  and  Economics  Research,  (1).1  IACSIT Press, Kuala Lumpur, Malaysia.

 

 

Gummeson, C. (2000). From marketing mix to relationship marketing: toward paradigm shift in 

marketing, management decision, 32 (2), 4-20.

 

Gupta,  S.  (1988).  Impact  of  sales  promotions  on  when,  what,  and  how  much  to buy.

Journal of Marketing Research, 25(4), 242-355.

 

 

Homburg,  C.,  Koschate,  N.,  &  Totzek,  D.  (2010).  How  price  increases  affect  future 

purchases:  the  role  of  mental  budgeting,  income,  and  framing. Psychology  & Marketing 

Journal, 27, 36–53

 

 

Howcroft, B., Hamilton, R. & Hewer, P. (2002), ?Consumer attitude and the usage and adoption of 

home-based banking in the United Kingdom?,  International Journal

of Bank Marketing, 20(3),111-21.

 

Jamin,  A.  (2006), Peperiksaan Lawan Pentaksiran. Pendidikan. 21:21-23

 

 

James  e.  Grunig  &  Hunt  Todd  (2000).  The  Origins  Of  Public  Relations  Theory  In 

Economics   And   Strategic   Management,   Perspectives   on   Public   Relations Research (pp. 

7-58). London and New York: Routledge.

 

 

Jacobs,  G.  (2001).  Providing  the  Scaffold:  A  Model  for  Early  Childhood/Primary Teacher 

Preparation. Early Childhood Education Journal, 29 (20), pp 125-130.

 

 

Johnson,  W.,  &  Weinstein,  A.  (2004),  Superior  customer  value  in  the  new  economy. (2nd). 

 New  York:  Boca  Raton  London  New  York  Washington,  D.C.  Retrieved from      

http://www.scribd.com/doc/63857854/Superior-Customer-Value-in-New- Economy

 

Kerin, R.A., Hartley S.W & Rudelius, W. (2009). Marketing (9?? edition). New York: McG raw-Hill.

 

Kitchen, P.J. (1999). ?The drive for integrated marketing communications‘. In Kitchen,

P.J.  ed.  Integrated  marketing  communications: Principles  and  practice.  London: Thomson 

Business Press.

 

Kopetz , Catalina E, Kruglanski, AW, Arens, ZG, Etkin, J & Johnson, HM 2011,

?The  dynamics  of  consumer  behaviour:  A  goal  systemic  perspective‘,  Journal  of Consumer 

Psychology, vol. 22, pp. 208-223.

 

 

Kotler,  P.  (1994).  Marketing  management:  Analysis,  planning,  implementation  and control 

(8th ed). Englewood Cliffs, NJ: Prentice-Hall Inc.

 

 

Kotler , P. , Armstrong, G. , Saunders , J.& Wong, V.(1996 ) Principles of Marketing.

London Journal: Prentice-Hall.

 

Kotler,  P.,  Armstrong,  G.,  &  Cunningham,  M.  H.  (2005). Principles  of  Marketing.

Toronto: Pearson Prentice Hall.

 

Kotler.   P   (2006),   ?Marketing   Management?   Northwestern   University,   Marketing

Management Prentice Hall Marketing, 729.

 

Kurt,  R.  B.,  Nuscheler,  R.  &  Straume,  O.  R.  (2006).  Qualityand  Location  Choices Under 

Price Regulation. Journal of Economics   &Management Strategy. Jil. 15, Bil. 1, H. 207 –  228.

 

 

Laroche, Michel, Kalamas, M, & Huang, Q 2005, ?Effects of coupons on brand categorization and 

choice of fast foods in China‘, Journal of Business Research, vol. 58, pp. 674-686.

 

 

Leon G. Schiffman & Kanuk, Leslie Lazar (1997). Consumer Behavior (6?? Ed). Upeer Saddle River, N.J 

Prentice Hall.

 

 

Li-Wei  D.,  M.  (1997):  Direct  Marketing:  An  Analysis  of  Consumers'  Characteristics and 

Their Perceptions of, and Attitudes to Mail-Order Specialty Food in the UK. Department of 

Agricultural Economics and Food Marketing.

 

 

Luxton,  S.  (2001).  Sales  Promotion  in  the  Australian  Food  Industry:  A  Review  of 

Industry Practice and Its Implications. Journal of Food Products Marketing, 7(4), 37-55.

 

Lovelock, C. H., & Wirtz, J. (2004). Services marketing: People, technology, strategy.

Upper Saddle River, N.J: Pearson/Prentice Hall.

 

 

Ljupka  Naumovska  &  Daliborka  Blazeska.  (2016).  Public  Relation  Based  Model  of Integrated 

Marketing Communications. UTMS Journal of Economics 7 (2): 175– 186.

 

 

Lohana Sarika. R. (2011). To Study The Marketing Strategy Adopted by Syngenta India LTD  Company 

and  Its  Impact  on  Consumer  Buying  Behavior  in  Nanded  City. International Journal of 

Research in Finance & Marketing. Jil. 1, Bil. 6, H. 1-24.

 

 

Li, C. K., & Hung, C. H. (2009). Marketing tactics and parents‘ loyalty: The mediation role  of  

school  image.  Journal  of  Educational  Administration,  47(4),  477-489. 

http://dx.doi.org/10.1108/09578230910967455

 

Mahzan   (2004).   Amalan   Tuisyen   Dalam   Sistem   Pendidikan.   Fakulti   Pendidikan,

University Malaya: Penyelidikan Pendidikan.

 

Mazumdar,  T.,  Raj,  S.  P.,  &  Sinha,  I.  (2005).  Reference  price  research: Review  and

Propositions. Journal of Marketing, 69(4), 84-102.

 

 

McDonald,   Colin   (1992),   How   Advertising   Works?,   London:   The   Advertising Association 

and NTC.

 

 

Merdeka  Center  for  Opinion  Research.  (2005).  Education  system  perceptions  survey: 

Viewpoints on experiences with the education system, tuition classes and current sentiments         

    on             the             economy.             Retrieved             from 

http://www.merdeka.org/pages/02_research.html

 

McCarthy,  J.  E.  (1960).  Basic  Marketing.  A  Managerial  Approach.  Homewood,  IL: Richard D. 

Irwin.

 

 

Mohan, M. (1989). Advertising Management: Concepts and Cases. Tata McGraw-Hill Education.

 

 

Mohamed, K. A. (2015).   Kesan kewujudan pasar besar terhadap peruncitan melayu di kawasan Sabak 

Bernam Selangor, Tanjung Malim. Universiti Pendidikan Sultan Idris.

 

 

Mohamed,  A.  K.  (2000,  8  2).  Kenapa  Pelajar  Perlu  Tuisyen.  Retrieved  from  Utusan 

Online:http://ww1.utusan.com.my/utusan/info.asp?y=2000&dt=0802&pub=utusa 

n_malaysia&sec=Rencana&pg=ot_01.htm#ixzz4qgEbVd2r

 

Muala,  Ayed  Al  &  Qurneh,  Majed  Al.(2012)  ?Assessing  the  relationship  between marketing   

mix   and   loyalty   through   tourists   satisfaction   in   Jordan   curative tourism? American 

Academic & Scholarly Research journal,(4) 2.

 

 

Mulnix,  M.  W.,  Cojanu,  K.,  &  Pettine,  S.  B.  (2011).  Critical  role  of  the  dominant 

coalition in higher education marketing strategy formulation. Research in Higher Education Journal, 

11, 1-10. http://dx.doi.org/10.1177/1538192711411073

 

Ojo,  Grace  K.  (2011),  Effective  Marketing  Strategies  and  The  Nigerian  Construction 

Professionals. African Journal of Marketing Management. Jil. 3, Bil. 12, H. 303-

311.

 

Palazon, M & Ballester, ED 2011, ?The expected benefit as determinant of deal prone

consumers‘  response  to  sales  promotions‘,  Journal  of  Retailing  and Consumer Services , vol. 

18, pp. 542-547.

 

 

Pearson, (2012). What is public relation?, 8, 112–123.

 

 

Pham, M.T., Cohen, J.B., Pracejus, J.W., & Hughes, G.D. (2001). Affect monitoring  and  the primacy 

of  feelings  in  judgment.  Journal  of Consumer  Research,  28(2) 167– 188.

 

 

Pozzi,  Andrea.  (2012).  Shopping  Cost  and  Brand  Exploration  in  Online  Grocery.

American Economic Journal Microeconomics 43 (3): 96–120.

 

 

Rasmussen, A. (1955). ?Price  theory  or  parameter  theory—studies  of  the  sales  of  the firm? 

Copenhagen, Denmark: Erhvervsokonomisk Forlag.

 

 

Rafiq,  M.  &  Ahmed,  P.  K.  (1995).  Using  the  7Ps  as  A  Generic  Marketing  Mix:  An 

Exploratory  Survey  of  UK  and  European  Marketing  Academics.  Journal  of Marketing 

Intelligence & Planning, 13(9), 4-15.

 

 

Rheina  Epstein  (2013)  .Proactive  Librarianship:  Marketing  and  Public  Relations  a Manual  

for  Workshop  Presenters,  International  Network  for  the  Availability  of Scientific 

Publications (INASP)

 

 

Runyon,  K.E.,  &  Stewart,  D.W.,  (1987).  Consumer  Behavior  and  the  Practice  of Marketing. 

Merrill Publishing Company, Columbus, Ohio.

 

 

Sally  McKechnie,  (1992)  "Consumer  Buying  Behaviour  in  Financial  Services:  An Overview", 

International Journal of Bank Marketing, Vol. 10 Issue: 5, pp.5-39, doi: 10.1108/02652329210016803.

 

 

Sawyer, A. G. , & Dickson, Peter. H. (1984). Psychological perspectives on consumer response  to  

sales  promotion.  Katherine  E.   Joss,  ed.  Cambridge:  Marketing

Science Institute.

 

Scott., H. Caroline, and Q. John (1985), ?Consumer Promotions and the acceleration of

product purchases,‘‘ Marketing Science           Journal, 4, (spring), 147 – 65

 

 

Siti Rahayu H., Tan H.S. and Samsinar M. S. (2000). Marketing Analysis of the Higher Education  

Service  Sector  in  Malaysia: Consumer  Perspective.  Pertanika  J.  Soc. Sci & Hum. Jil. 8, Bil. 

1, H. 1-6.

 

Sue  Peattie, Ken  Peattie,  (1994)  "Promoting  Financial  Services  with  Glittering Prizes", 

International  Journal  of  Bank  Marketing,  Vol.  12  Issue:  6,  pp.19-29, doi: 

10.1108/02652329410063232

 

Solomon,  M.R., Surprenant,  C., Czepiel,  J.A.,  and Gutman,  E.G.,  (1985),  ?A  Role Theory 

Perspective  on  Dyadic  Interactions: The  Service  Encounter?, Journal of Marketing, Vol. 49, 

Winter, pp. 99?111

 

Solomon,  Michael.  (2010).  Consumer  Behavior:  Buying,  Having,  and  Being.  New Jersey: 

Prentice Hall.

 

 

Tavassoli, Nader T. and Yih Hwai Lee (2003), The Differential Interaction of Auditory and Visual 

Advertising Elements with Chinese and English, Journal of Marketing Research, 40(4), 468-480.

 

 

Tavassoli, Nader T. (1998), Language in Multimedia: Interaction of Spoken and Written Information, 

Journal of Consumer Research, 25(1), 26-38.

 

 

Von  Stackelberg,  H.  (1939).  Theorie  Der  Vertriebspolitik  und  Der  Qualitatsvariation.

Smollers Jahrbuch, 63(1).

 

Wang, K. L., Wang, Y. & Yao, J. T. (2005). A Comparative Study on Marketing Mix Models for Digital 

Products. Proceedings of the First International Workshop on Internet and Network Economics 

(WINE'05), Hong Kong, China, December 15- 17, 660-669.

 

Walter  Y.  Oi  (1974),  ?On  the  Economics  of  Industrial  Safety”,  Working Papers  428,

Princeton University, Department of Economics, Industrial Relations Section.

 

Wakefield, Kirk L. & Bush, Victoria D. 1998. Promoting Leisure Services: Economic

and   Emotional   Aspect   of   Consumer   Response.   The   Journal   of   Services 

Marketing,12:3. 209-222.

 

 

Xiaoli. N., & Ronald. J. (2004).  Advertising Theory:  Reconceptualizing The Building Blocks. 

Marketing Theory, 4(1-2), 7-30.

 

 

Zeithaml, V.A. (1988), "Consumer Perceptions of Price, Quality and Value: A Means- End Model and 

Synthesis of Evidence", Journal of Marketing, Vol. 52, July, pp.

2-22.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


This material may be protected under Copyright Act which governs the making of photocopies or reproductions of copyrighted materials.
You may use the digitized material for private study, scholarship, or research.

Back to previous page

Installed and configured by Bahagian Automasi, Perpustakaan Tuanku Bainun, Universiti Pendidikan Sultan Idris
If you have enquiries with this repository, kindly contact us at pustakasys@upsi.edu.my or Whatsapp +60163630263 (Office hours only)